Earlier this month the ASA published its half-year report into compliance with the new Online Behavioural Advertising (OBA) rules. By way of background, the rules apply to advertisers that collect and use web viewing behavioural data in order to deliver online ads that are more likely to be of interest to a consumer. The rules
The Advertising Standard Authority’s remit will shortly cover Online Behavioural Advertising (OBA). The Committee of Advertising Practice (CAP) has extended the CAP Code to cover this increasingly developed form of targeted advertising with a new series of Rules. OBA involves the collaboration of advertising networks and third parties to deliver customised advertising based upon deep
It is not good news for advertisers, search engines, digital agencies and affiliates. The European Data privacy regulators have published an Opinion (22nd June 2010) which states that behavioural advertising, which drives more than 23 billion dollar revenues on the Internet , must change its approach to collecting data on web users and cease delivering advertising to children.
What is clear is that Regulators and Politicians across Europe and internationally are aware of the growing public concern about online data privacy, whether justified or not. Authors of the Opinion state that what is at stake is that many consumers are not aware that their surfing behavior is being monitored and data are being stored for advertising purposes.
The EC press release states that although online behavioural advertising may bring advantages to online business and users alike, its implications for personal data protection and privacy are significant.
In a strong rebuttal, Europe’s media and advertising industry united to reject the Opinion, which the Word Federation of Advertisers, the IAB and EACA and others claim is out of step with the relationships that businesses and consumers are building online and flies in the face of the reality of the Internet. The authors of the Opinion say that while they do not question the economic benefits that behavioural advertising may bring for stakeholders’, such practice must not be carried out at the expense of individuals’ rights to privacy and data protection.
The 22 June Opinion also recommends a total ban on behavioural advertising directed at children.
“This opinion takes no account of the support we get from our consumers for interest-based advertising nor of the exchange in value they receive between effective advertising and access to high quality media content for free.” said Stephan Loerke, Managing Director, World Federation of Advertisers (WFA).
Why does this Opinion matter? It could of course impact on how national governments interpret the ePrivacy Directive and implement national law making opt in a requirement. In practical terms, in the worse case scenario for marketers and consumers, such a requirement would mean that Internet users would have to confirm every single cookie placed on their PCs!Continue Reading EU Demands Opt In for Online Behavioural Advertising
The Office of Fair Trading has just (May 2010) announced the result of its
study into on line targeting of advertising and pricing and calls for more transparency to allay users fears about privacy and misuse of personal data. The OFT has indicated that web users need to know when they are being served targeted ads and be provided clearer ways to opt out and that if the industry does not improve self regulation the OFT and the Information Commissioners Office will increase external regulation.
Why does this matter? The behavioural advertising sector is already worth and estimated £64-£95 million and is growing. The benefits to advertisers of reaching targeted audiences are huge. A failure to adopt good practices, such as set out in the IAB’s Good Practice Principles could lead to legislative intervention and restrictions on behavioural advertising and even the adoption of an opt in regime rather than a opt out system as presently exists.
One recommendation by the OFT is to “increase transparency to consumers by developing ‘clear ad’ notices alongside behavioural adverts including information about opting out”. This is rather alarming and suggests that users might be served some sort of notice on their screens every time a targeted ad appears…what could be worse and more invasive! It also assumes the majority of Internet users are fools. Clearly more needs to be done to educate users and for advertisers to fully comply with the IAB’s transparency recommendations but there is a concern that alarmist media and privacy advocates will lead to unintended consequences.
For example on line publishing is financially unsustainable with the current model, hence shrinking news organisations and attempts to require paid for news services on line. Advertising pays for our diverse and free media , further restrictions could back fire leading to less choice, reduced services and poorer quality content. Interestingly the OFT’s research discovered that many consumers were not concerned by behavioural advertising, and that any concerns that did exist would be greatly reduced if they were told it was happening and given control over the process.
“We found that attitudes to online targeted advertising are mixed with 40% of consumers holding neutral views, 28% disliking it and 24% welcoming it,” said the report. “Concerns decreased when consumers were able to opt-out of behavioural advertising, and the associated tracking, if they wished. Around 40% of consumers said they would take some actions to prevent behavioural advertising (such as deleting cookies), although only a very small minority would reduce their internet usage to avoid it. Around 60 per cent would not alter their behaviour at all.”Continue Reading OFT Threatens to Intervene over Regulation of On Line Behavioural Advertising